武汉市普通高校大学生体育消费现状调查及对策研究
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摘要
随着中国申奥的成功,体育对人们生活的影响也越来越大。人们生活水平的提高也使得人们对体育的各方面需求也在增加。体育消费作为人们追求享受和发展阶段的一种消费随着生活水平的提高逐渐成为我国人民消费的一部分。高校大学生是具有较高层次的知识群体,是社会发展的中坚力量,是体育消费的主要群体之一,因此研究和了解高校大学生的体育消费动机,对于正确的引导大学生的体育消费行为,促进体育产业的发展有一定的实际意义。
本文以湖北省武汉市高校大学生为研究对象采用问卷调查法、文献资料法、专家访谈法、数理统计法和逻辑分析法对武汉市大学生群体的体育消费做了比较全面的分析,主要包括:大学生闲暇时间调查、进行体育活动的主要场所、进行体育消费的主要动机、体育消费水平、体育消费结构、体育消费质量评价、体育消费影响因素分析,体育消费市场预测等。通过对大学生这一群体体育消费现状的调查与分析,提出了相关对策,旨在优化大学生体育消费结构提供理论依据。通过笔者的调查得出以下结果:
1.武汉市大学生已具有较强的健身意识和体育消费观念,同时也对体育消费持认同的态度,认为体育消费是有价值的。武汉市大学生体育消费的主要动机是为了健身要求和消遣娱乐的需要,这是和体育本身强身健体的功能相符合的。
2.体育消费已成为武汉市大学生生活消费的一个重要组成部分,但体育消费总体水平偏低,主要是经济支付能力制约了大学生的体育消费水平。大学生体育消费水平与个人消费数额相关,且呈递增的态势发展。一些高体育消费的大学生群体逐渐涌现,男生的体育消费水平在整体上明显高于女生。
3.武汉市大学生的体育实物消费水平明显高于劳务消费水平,体育消费支出内容还比较单一,其中男大学生的体育实物消费明显高于女大学生,男大学生的劳务消费略高于女大学生,有很大的发展潜力。
4.目前武汉市大学生经常参与体育运动项目中,男生较喜欢隔网对抗和集体对抗的羽毛球、乒乓球、排球、足球、篮球。与男生相比,女生则喜欢具有一定活动量、对抗性弱、无身体接触的隔网对抗性的乒乓球、羽毛球、排球。
5.大学生积极参加体育运动的积极因素中保持身体健康和消遣娱乐是主要因素,在制约大学生体育消费的因素中,个人可支配来源制约成为主要因素。在大学生参加体育消费过程中,大学生主要对体育消费品的价格和体育消费品的质量不满意。
本文从武汉市大学生参与体育消费的意识动机、水平、结构与运动项目、影响因素、市场预测及对策等几方面出发,去研究,思考,以尽可能地将本文所要研究的问题阐述清楚,以力求能较为客观的反映武汉市大学生体育消费的现状。
Sports play a more significant role in average people's lives since China's success in holding the Olympic Games. Augmentation of people's living standard also boosts their demand for more sports in various aspects. Accordingly, sport consumption gradually account for one significant part in people's total consumption as their means of pursuing for entertainment and development. As a group of higher competence and backbone of the social development, college students are usually deemed as one of the major consumers in sport consumption. It is, therefore, considerably and practically significant to study and comprehend the motivation of college student's sport consumption so as to correctly guide their consuming behaviors and also to promote the development of sports industry.
This article takes college students in City of Wuhan, Hubei Province as study objects, and makes comprehensive analysis on their sport consumption by means of documentation, questionnaire, interview, mathematical statistics and logic analysis. The present study mainly covers the following topics: leisure time of college students, main places where their sports behaviors take place, main motivation for their sport consumption, their consumption level, structure of their sport consumption, assessment on the consumption quality, affecting factor analysis, consumption market prediction and so on. Based on the investigation and analysis on sport consumption of college students, this article proposes corresponding counter-measures for the purpose of providing theoretical basis to augment the consumption level and to optimize the consumption structure of this group. The following results are acquired through the author's investigation:
1. College students in Wuhan have a strong awareness of fitness and a concept of sport consumption. Meanwhile, they identify with the topic of sport consumption, holding that consumption in sports is worthwhile. Their consumption is made mainly on the motivation of fitness and entertainment, which reveals conformity with the function of sports: to build up bodies.
2. Sport consumption has takes up quite an important portion of consumption by college students in Wuhan. However, the expenditure is generally low due to the restriction of their financial capability. Consumption level of college students is increasing, and is closely correlated with individual consumption. A group of college students tend to spend much in sports area. Generally and apparently, male college students consume much more than female college students.
3. For college students in Wuhan, consumption in entities is obviously higher than consumption in service and the contents of the consumption is still rather simplex. Among the consumption, male college students spend apparently more in entities than female students, and consumption in services of male students is only slightly higher than that of female, which could be understood as great potential.
4. Of the sports that Wuhan college students usually participate in, male students prefer competitive contests in groups involving net, such as badminton, ping-pong, volleyball, football and basketball. Compared with male students, females much more like sports which are less competitive, require no body contact and are provided with nets, such as ping-pong, badminton and volleyball.
5. The aim of keeping fit and the demand for entertainment are the two main factors to stimulate college students' participation in sports, while in terms of restricting factors of sport consumption, disposable expenses poses as the main factor. In the course of sport consumption, college students show dissatisfaction with the price and consumption quality of sport consumables.
This article starts the investigation from the aspects of awareness, motivation, level, structure & sports items, affecting factors, market prediction and so on to ponder over and to study sport consumption of college students in Wuhan, so as to clarify the problem and to objectively reveal the current status of their sport consumption.
本文以湖北省武汉市高校大学生为研究对象采用问卷调查法、文献资料法、专家访谈法、数理统计法和逻辑分析法对武汉市大学生群体的体育消费做了比较全面的分析,主要包括:大学生闲暇时间调查、进行体育活动的主要场所、进行体育消费的主要动机、体育消费水平、体育消费结构、体育消费质量评价、体育消费影响因素分析,体育消费市场预测等。通过对大学生这一群体体育消费现状的调查与分析,提出了相关对策,旨在优化大学生体育消费结构提供理论依据。通过笔者的调查得出以下结果:
1.武汉市大学生已具有较强的健身意识和体育消费观念,同时也对体育消费持认同的态度,认为体育消费是有价值的。武汉市大学生体育消费的主要动机是为了健身要求和消遣娱乐的需要,这是和体育本身强身健体的功能相符合的。
2.体育消费已成为武汉市大学生生活消费的一个重要组成部分,但体育消费总体水平偏低,主要是经济支付能力制约了大学生的体育消费水平。大学生体育消费水平与个人消费数额相关,且呈递增的态势发展。一些高体育消费的大学生群体逐渐涌现,男生的体育消费水平在整体上明显高于女生。
3.武汉市大学生的体育实物消费水平明显高于劳务消费水平,体育消费支出内容还比较单一,其中男大学生的体育实物消费明显高于女大学生,男大学生的劳务消费略高于女大学生,有很大的发展潜力。
4.目前武汉市大学生经常参与体育运动项目中,男生较喜欢隔网对抗和集体对抗的羽毛球、乒乓球、排球、足球、篮球。与男生相比,女生则喜欢具有一定活动量、对抗性弱、无身体接触的隔网对抗性的乒乓球、羽毛球、排球。
5.大学生积极参加体育运动的积极因素中保持身体健康和消遣娱乐是主要因素,在制约大学生体育消费的因素中,个人可支配来源制约成为主要因素。在大学生参加体育消费过程中,大学生主要对体育消费品的价格和体育消费品的质量不满意。
本文从武汉市大学生参与体育消费的意识动机、水平、结构与运动项目、影响因素、市场预测及对策等几方面出发,去研究,思考,以尽可能地将本文所要研究的问题阐述清楚,以力求能较为客观的反映武汉市大学生体育消费的现状。
Sports play a more significant role in average people's lives since China's success in holding the Olympic Games. Augmentation of people's living standard also boosts their demand for more sports in various aspects. Accordingly, sport consumption gradually account for one significant part in people's total consumption as their means of pursuing for entertainment and development. As a group of higher competence and backbone of the social development, college students are usually deemed as one of the major consumers in sport consumption. It is, therefore, considerably and practically significant to study and comprehend the motivation of college student's sport consumption so as to correctly guide their consuming behaviors and also to promote the development of sports industry.
This article takes college students in City of Wuhan, Hubei Province as study objects, and makes comprehensive analysis on their sport consumption by means of documentation, questionnaire, interview, mathematical statistics and logic analysis. The present study mainly covers the following topics: leisure time of college students, main places where their sports behaviors take place, main motivation for their sport consumption, their consumption level, structure of their sport consumption, assessment on the consumption quality, affecting factor analysis, consumption market prediction and so on. Based on the investigation and analysis on sport consumption of college students, this article proposes corresponding counter-measures for the purpose of providing theoretical basis to augment the consumption level and to optimize the consumption structure of this group. The following results are acquired through the author's investigation:
1. College students in Wuhan have a strong awareness of fitness and a concept of sport consumption. Meanwhile, they identify with the topic of sport consumption, holding that consumption in sports is worthwhile. Their consumption is made mainly on the motivation of fitness and entertainment, which reveals conformity with the function of sports: to build up bodies.
2. Sport consumption has takes up quite an important portion of consumption by college students in Wuhan. However, the expenditure is generally low due to the restriction of their financial capability. Consumption level of college students is increasing, and is closely correlated with individual consumption. A group of college students tend to spend much in sports area. Generally and apparently, male college students consume much more than female college students.
3. For college students in Wuhan, consumption in entities is obviously higher than consumption in service and the contents of the consumption is still rather simplex. Among the consumption, male college students spend apparently more in entities than female students, and consumption in services of male students is only slightly higher than that of female, which could be understood as great potential.
4. Of the sports that Wuhan college students usually participate in, male students prefer competitive contests in groups involving net, such as badminton, ping-pong, volleyball, football and basketball. Compared with male students, females much more like sports which are less competitive, require no body contact and are provided with nets, such as ping-pong, badminton and volleyball.
5. The aim of keeping fit and the demand for entertainment are the two main factors to stimulate college students' participation in sports, while in terms of restricting factors of sport consumption, disposable expenses poses as the main factor. In the course of sport consumption, college students show dissatisfaction with the price and consumption quality of sport consumables.
This article starts the investigation from the aspects of awareness, motivation, level, structure & sports items, affecting factors, market prediction and so on to ponder over and to study sport consumption of college students in Wuhan, so as to clarify the problem and to objectively reveal the current status of their sport consumption.
引文
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[4]赵建明.陕西部分高等院校学生体育消费现状分析[J].中国市场,2008(13):149-150.
[5]蔡胜林,易峰.我国部分重点高校学生体育生活现状的调查研究[J].北京体育大学学报,2006,29(9):123-124.
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[2]牛伟,陈华.安徽省大学生体育消费行为现状调查与分析[J].科技信息,2008(13):154-165.
[3]蒲继涛.河南省大学生体育消费现状的分析与对策探究[J].商场现代化,2008(5):226-227.
[4]赵建明.陕西部分高等院校学生体育消费现状分析[J].中国市场,2008(13):149-150.
[5]蔡胜林,易峰.我国部分重点高校学生体育生活现状的调查研究[J].北京体育大学学报,2006,29(9):123-124.
[6]施燕萍.统计学原理[M].北京:电子工业出版社.2002年8月.
[7]郝大海.社会调查研究方法[M].北京:人民大学出版社.2005年4月.
[8]袁方.社会调查原理和方法[M].北京:教育科学出版社.1991.12.
[9]刘志强.21世纪我国体育消费行为及对策研究[J].体育学刊,2004,21(3):29-31.
[10]张贵敏.对我国体育消费的几点思考[J].东北财经大学学报,2000,5:29-32.
[11]韩燕,万建红.论大学生体育消费意识与消费行为[J].商场现代化,2006,(479):171-172.
[12]张玉华,谢庆芝,罗明凤.江西省大学生休闲体育消费行为特征调查与分析[J].商场现代化,2007,(520):249-250.
[13]张军平,程义志等.影响湖北省大学生体育消费的因素及对策[J].体育成人教育学刊,2007,23(4):53-54.
[14]夏强.大学生体育消费研究[J].体育文化导刊,2003,2:59-60.
[15]尹世杰著,《消费经济学》[M].中央广播电视大学出版社,1987,88-89.
[16]杨清主编.《简明心理学词典》[M].长春:吉林人民出版社出版.1985,82-83.
[17]刘志强.我国体育消费者的需要、动机和行为的研究[J].西安体育学院报,2000,17(2):10-12.
[18]李海冰.武汉地区普通高校大学生体育消费现状的调查研究[J].湖北体育科技,2001,2:37-40.
[19]王梦奎,陆百甫,卢中原等著.新阶段的中国经济[M].北京:人民出版社.2002.87-89.
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